Recently, I read an interesting study released by Kagan Retail IQ on consumer shopping at the grocery store. The overview was provided by the National Cattlemen’s Beef Association (NCBA) with dollars provided by the Beef Checkoff.
I think studies like this, which find consumers’ habits when purchasing beef and other grocery items, is really important for all involved in order to provide the best products for the consumer.
40% of consumers in the study visited the grocery store to stock up on items needed to make meals at home, and around 25% visit the grocery store for same-day purchases, such as lunch, dinner or snacks.
The study also found a difference among those shopping online for pick-up at the grocery store and those having their groceries delivered to their home. Online grocery store consumers who get their groceries delivered are eight points more likely to shop for same-day use compared to online consumers who pick up at the grocery store.
The study said, “This would suggest targeting online grocery consumers picking up at the grocery store may be an effective way to increase bulk/larger inventory sales. Meanwhile, online grocery consumers who are having their purchases delivered may be receptive to meal ideas, snacks or dessert items, as well as deli and ready-to-eat meals.”
For those shoppers dining at home, an ongoing study among consumers found taste and value for their money remain a primary consideration for protein purchases.
Another recent study by NCBA found whether consumers are heading to the store to stock up their pantries or pick up a meal, beef is a top protein choice. The study found 45% of respondents purchased beef in their most recent visit to the grocery store, while 43% purchased poultry, followed by 37% who purchased pork.
Meat alternatives made up just around 10% of grocery store purchases.
The study also found the average purchase of a consumer’s recent grocery store visit is just under $90, but when consumers added beef, the value to the store increased more than 30% to just over $115.
When consumers include both beef and beer in their carts, the value increased just over $135 – more than a 50% increase. The inclusion of beef and wine in the cart results in an increase of just over $143 or an increase of more than 60%, compared to an average of $89.
The study also showed consumers who add beef to their carts have the potential to generate incremental consumer spending across all areas of the grocery store. This is the reason all grocery stores have such a large meat counter – with beef having the largest share – and why most grocery stores have a liquor store attached. Beef and liquor make for more revenue.
When consumers are happy with a product, it usually puts the manufacturer or producer in good light. I think it really works with our nation’s beef and lamb producers. We need to take advantage of it.
As they say, “The more the merrier.”
Dennis Sun is the publisher of the Wyoming Livestock Roundup, a weekly agriculture newspaper available online and in print. To subscribe, visit wylr.net or call 800-967-1647.
